Consumer behaviors, habits and schedules are shifting faster than ever. Google data shows that searches have surged in the past month for sprinkler controls in the United States, mechanical puzzles in Germany, and powered hand fans in Japan. Keeping pace with these trends can be difficult, especially if the pandemic has impacted your business.
Marketers have more work to do than ever before, and less time to do it. That’s why we’re introducing improved tools and automated solutions to help you get things done, respond to changes, and grow your business.
Finding new opportunities in a dynamic market
It’s never easy to keep up with shifts in consumer demand, and it’s especially challenging in a dynamic market. The Recommendations page is your best source for real-time, personalized guidance to adjust to these changes. With optimization score, you can prioritize the recommendations that help you discover new opportunities for your campaigns.
For example, “Keywords & Targeting” recommendations make it easy for you to find new trends that are relevant to your business. More than 16 million keyword recommendations in Google Ads are based on market trends, with new recommendations added every day. In March, consumer goods company Artnaturals noticed that demand was increasing for organic hand sanitizer and soaps. Using keyword recommendations, they were able to quickly pivot their advertising to these new trends. As a result, the brand’s monthly site traffic increased by 700 percent.
You can currently find recommendations throughout your campaigns, on the Recommendations page, and in the Google Ads mobile app. Soon, you’ll be able to see them in Google Ads Editor as well. We’ve also added support for recommendations and campaign level optimization score to the Google Ads API, and account level optimization score will be coming soon. This will make it even easier for you to review, manage and act on your recommendations at scale.
Planning with confidence
There are many new growth opportunities emerging in search due to shifts in consumer behavior. Performance Planner removes the guesswork in this process by giving you a performance plan with predicted clicks, conversions and conversion values based on different spend levels and return-on-investment targets.
In the meal delivery sector, Cook it used Performance Planner to optimize campaign budgets and make the most of rising search interest in meal kits in March. Paired with Smart Bidding, the brand saw a 200 percent increase in conversions in just two weeks.